Mainstream journalism has reacted to the proliferation of new media events in China. The current study focuses on agenda diversity as a core concept in the systematic analysis of the content of the news coverage of new media events (N = 2,534) reported in 12 Chinese newspapers. The findings revealed that new media events, which are sometimes regarded as controversial and sensitive issues in China, were largely incorporated into the news coverage by mainstream newspapers. However, the manner in which the newspapers covered such events was limited, unstable, and fragmented, depending on the newspapers' socio-geographic locations and journalistic paradigms. In terms of internal diversity, newspapers in eastern China covered more diverse new media events than those in western and central China covered. Moreover, the internal diversity of new media events covered by the party media lagged behind those covered by market-oriented media. Furthermore, the discrepancy of internal diversity between party and market-oriented newspapers in the same locality was much greater in central or western China than in eastern China. The analysis of external diversity revealed a fragmented pattern; more than four-fifths of all 1,488 new media events were reported by only one newspaper. The newspapers in western and central China showed higher external diversity than those in eastern China. Market-oriented newspapers were more likely to converge in terms of their coverage of new media events, issues, and types than party newspapers were. The implications of the findings and recommendations for future research directions are discussed.